I still remember buying the album at the Band Box when I was in high school. That was practically in Medieval times, when record stores still existed and Tower was the place to go in Georgetown.

The theme is two notes long – really just a motive. (Why not? Beethoven built his Fifth Symphony on a four-note motive). You can hear the trumpet speaking the words “So what” over and over again in alternating keys. And it’s still brilliant.

You may be thinking, “So What? What does that have to do with my sales copy?”

Miles has handed us the musical version of an old copywriting trick. It’s one of the easiest ways to develop ideas when you want to communicate the full benefits of a product.

The next time you’re writing a sales page or ad, stop and ask yourself the question, “So what?” Then repeat until you run out of ideas.

Let’s say you’re selling a pair of tennis shoes.

You could start by mentioning a feature like the wide toe box in the FX model.

“So what?”

Your feet don’t hurt.

“So what?”

You’re not distracted by the pain, and you can play another hour.

“So what?”

You can fully concentrate on your game, and you enjoy a splendid afternoon.

“What else?” (variation on a theme)

You have greater stability on the court.

“So what?”

Your risk of injury is lower, and you move with greater confidence.

“So what?”

Best tennis game ever.

(Or “Say Goodbye to Love” if you want to conclude the benefits with another song)

You can go through the same process for the iron-tough, durable tread and the high-tech cushioning. It goes on and on.

Give it a try if you don’t already do this … and let me know how it goes.